There is a “golden hour” in every crisis during which you can proactively shape and tell a story before someone claims it for their own and it becomes a crisis. You need to know clearly what message you want to send over which distribution networks (phone calls, emails, and so on)—and all this was before the age of social media. The goal is to tell your story first, especially if it’s about you, not only to gain control of the narrative but to protect the people at risk. If you handle that well, almost everything else follows. This is how an organization survives threats to its integrity and
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